Word: hispanicization
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After his arrest for committing a series of armed robberies, Jose Luis Razo told reporters that no one at Harvard understood him. Razo's attorney plans to defend his client by arguing that the sophomore football player robbed from the rich to prove that he was still "a homeboy." The...
U.S. companies are expected to spend some $450 million on Spanish-language advertising in 1987 to reach Hispanic consumers, who have a purchasing power of about $120 billion. This year's Spanish-advertising outlays represent a 19% jump from 1986 and a threefold increase in the past five years. Among...
Spanish-language advertising has a new cachet on Madison Avenue. In recent years such prestigious firms as Young & Rubicam and JWT Group have added Hispanic divisions. And for the first time, TV and radio ads for the Hispanic market last month were given Clio awards, advertising's equivalent of the...
Much Hispanic advertising is created by Spanish-language specialty firms. Mendoza, Dillon, whose clients include Miller Brewing and Johnson & Johnson, last year had about $35 million in billings, nearly double its 1982 total. Manhattan's Conill Advertising, which creates Hispanic campaigns for McDonald's and Campbell's Soup, took in...
A typical Spanish-language television commercial now costs about $90,000 to make, ten times the price of a decade ago. In creativity and sleek production values, these ads are often comparable to their English-language counterparts. A Spanish ad for Miller Lite carried on the beer's celebrated Tastes...